Media Optimization Madness Next Week: OMMA AdNets

Roll out the red carpet as the annual, biggest-week-in-ad-technology erupts next week in New York City. Contenders (and maybe a few pretenders) will take part in the OMMA Ad Nets show on Tuesday, November 3 and ad:tech New York show to be held from November 4-6.

With the show's eye focused on audience targeting, Matt Spiegel, CEO of OMG Digital (AdExchanger.com Q&A) opens with a keynote, "The Real Changes Have Only Begun: Are Your Well Armed?." The keynote follows Omnicom's recently announced deal with Fox Audience Network (FAN) - Omnicom's first public indication of demand-side platform (DSP) partners, which leverages FAN's buying platform and its 700+ strong publishers including the big, hyper-page-view producing names under the FAN umbrella including MySpace and Fox News.

Next up, a great-looking panel (I mean from a content perspective, no offense.) with many of the key agency execs leading the DSP - or agency ad network - charge at their agencies and holding companies. Led by able moderator, MediaPost's Joe Mandese, WPP Group's Brian Lesser will appear. Lesser drives the Media Innovations Group at WPP, the largest digital demand-side platyer. Also participating is MDC/Varick Media's indefatigable Darren Herman (AdExchanger.com Q&A), Havas Digital and Adnetik's Nathan Woodman (AdExchanger.com Q&A), Cadreon's VP of Media Technology within IPG/Mediabrands, Michael Brunick (AdExchanger.com Q&A). Finally, Tim Hanlon of Publicis/VivaKi (VivaKi AdExchanger.com Q&A with Kurt Unkel) will also appear after recently announcing his departure from Publicis which has everyone guessing what's next for the well-respected agency veteran.

Likely to bubble up in the discussion is the question of arbitrage versus transparent markup in the use of demand-side buying platforms. During the ContextWeb event in September, IPG/Cadreon's Quentin George and Havas' Woodman debated the issue as holding company strategy revealed itself - albeit slightly.

Aftewards, one of the key analyst voices on understanding the display advertising space, Robert Coolbrith of ThinkEquity (AdExchanger.com Q&A), gives a keynote updating attendees on the latest facts and figures in the audience targeting business as it relates to online display.

Then, an ad network panel led by Alan Chappell looks at the ad networks with Joe Apprendi of Collective (AdExchanger.com Q&A) and Andy Atherton (Brand.net AdExchanger.com Q&A) participating and, likely, defending the ad network model, which will not go away as much as some may wish its demise.

Google's Scott Spencer (AdExchanger.com Q&A) "goes keynote" with a presentation on "An Emerging Display Ecosystem" which will likely include special focus on his baby: DoubleClick Ad Exchange.

Panelists including Omar Tawakol, CEO, BlueKai, (AdExchanger.com Q&A) and Konrad Feldman, CEO of Quantcast (AdExchanger.com Q&A), debate issues around the world of audience data management and targeting in a panel led by Steve Ennen of Wharton Interactive Media Initiative.

Finally, the AdNets show closes (except for the cocktails thereafter) with a panel on vertical ad networks that includes CEO Russ Fradin of Adify/Cox (AdExchanger.com Q&A) and CEO Jeff Hirsch of AudienceScience (AdExchanger.com Q&A) as panelists look at the state of the vertical ad network model with moderation provided by Colin Gillis of Brigantine Advisors.